Understanding Electricity Pricing

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Understanding

Electricity Pricing

The First Step to Controlling

Your Energy Costs

to take advantage of market lows and the ability to take advantage of “time of use,” by scheduling activities when market rates are lower (i.e. off-peak hours). This type of plan works better with businesses with a higher risk tolerance.

Combination Products – Combination products give you the choice of locking in a portion of your electricity load at a fixed price and floating a portion of your load at market rates. In addition, there are also options that allow you to purchase a block of power at a fixed price and any usage that exceeds your block is settled and billed at the market price.

Choosing the Best Plan for Your Business

Now that you are aware of the different pricing plans, how do you know which one is best for your business? That answer depends on your risk tolerance, your need for budget certainty, and your desired level of involvement in managing your energy plan. The following illustration shows where the different procurement plans (i.e. products) fall on the risk tolerance scale. If you have more or less tolerance for risk and more or less need for budget certainty, you can see which products/plans might be a starting point for a conversation with an energy supplier:

Low Risk Tolerance High

High Price Certainty Low

As you can see, fixed pricing plans offer the most price certainty and significantly reduce your exposure to market risk, however there are higher premiums associated with locking in all pricing components for the term of your contract. At the opposite end of the spectrum, index pricing plans provide the opportunity to manage around market movement—including dips and sustained lows—but these plans also come with a higher risk of price uncertainty and

therefore require additional time on the part of the buyer to remain apprised of market conditions and actively manage their energy plan.

Whatever your needs are, an energy supplier can help provide you with the details around your options, so that you can identify the best solution for your organization.

Choosing a Supplier

The following are some things you should consider when selecting an energy provider you can depend on:

• Financial strength

• Longevity of the company

• Reach (customer count/service area)

Just like with any other major purchase, price may not be the sole factor in making your final decision.The following factors should also be considered when selecting a retail energy provider:

• Do they provide a broad range of pricing/product options?

• Do they have the financial strength to ensure continuous and reliable service throughout the length of your contract?

• Do they offer details around their price structure/quotes with no surprises?

• Do they have locally-based, dedicated, knowledgeable account teams?

• Do they offer services and staff with energy expertise to help complement your own in-house energy management/ procurement function?

• Do they offer ongoing communications to customers on market conditions and important changes that may impact their energy strategy?

• Do they include plans to help you meet sustainability goals?

Understanding Electricity Pricing

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Conclusion

In summary, purchasing electricity may not be solely driven by evaluating a $/kWh rate. To ensure that you are making the best energy purchasing decision:

Maintain a basic understanding of the market and keep up-to-date with market/regulatory updates from suppliers.

Take advantage of complimentary consultations to determine which pricing plans would work best for your organization.

Once you receive pricing from various suppliers, compare “apples to apples” quotes to ensure that there are no hidden fees and that each supplier is quoting the same inclusive pricing elements.

Evaluate other factors that are important to you in a retail energy supplier, including credibility, reliability and financial stability.

About Direct Energy Business

Direct Energy Business is part of the largest retail energy supplier in North America and a

champion in serving businesses’ diverse energy needs. Our leadership position, deep expertise and commitment to addressing our customers’ unique energy demands is how we earn the trust of our customers and help to make their businesses better.

With more than 25 years of industry experience, we are dedicated to helping companies make smart energy choices for their business. Contact us today to discuss your energy needs and we’ll help you navigate the opportunities available to your service location(s).

Learn more about Direct Energy Business and other energy strategies for businesses and organizations of all types by visiting business.directenergy.com or call 888.925.9115.

Copyright © 2015 Direct Energy Business. Direct Energy® and the Energy Bolt Design are either registered trademarks or trademarks of Direct Energy Marketing Limited in the United States and/or Canada used under license. District of Columbia License No. EA-04-4-4. Maryland License Nos. IR-437; IR-719; IR-791. Texas PUCT Cert. No. 10011.

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Generation charges are comprised of: • Energy – The cost to produce electricity

• Congestion/Basis – Difference in the cost of electricity at the settlement zone/hub and your delivery point or facility’s location

• Load Following – Costs associated with how and when electricity is used versus how it is purchased (i.e. your load shape). These costs account for when you use more energy during periods of higher demand and less energy during less-expensive timeframes and are based on a weighted average.

• Capacity – Costs associated with ensuring that enough power is available to all customers during periods of peak demand on the grid

• Ancillary Services – Additional services required to deliver electricity to end-users and maintain power grid reliability

• Renewables – Costs associated with procuring/ supplying electricity from renewable energy sources (the percentage of which is set/mandated by your state)

• Any relevant state and local taxes

It is important to compare the total price of your electricity, including all additional charges, to make an accurate comparison between retail electric suppliers. To compare two side-by-side quotes, you need to be sure you know which components each quote does/does not include. You should also inquire about any other fees that may have been left out of/included in the pricing quote.

Drivers of Your Supply Cost

Now that you understand more about the components that make up your supply cost, let’s take a look at the factors impacting electricity supply prices. This portion of your electricity costs is market-driven and there are a few key factors that cause the market to move up or down.

They include the following:

Time of Day – Electricity markets are driven by demand which can vary throughout the day. Electricity prices are higher during times of great demand or on-peak. All other hours are considered off-peak hours.

Weather – Weather impacts demand and availability of energy generation resources.

Seasons also affect demand, since usage is greater during peak seasons/extreme weather. Natural disasters can impact power prices if the resources used to generate electricity are affected (i.e. plants go off-line due to storms, freezing temperatures, etc.).

Geography – Locations with higher demand historically experience higher prices. The cost of delivery to meet demand, combined with the congestion costs and/or constraints to get enough power to certain regions, drives up costs.

Other Factors – The price of fuels used to generate electricity is closely correlated with power prices. Regulatory conditions can also impact prices. For instance, coal is a widely-used electric generation fuel source; however, with EPA regulations potentially resulting in coal plant closures, more expensive generation sources may need to be called upon to meet the demand. As well, the demand for natural gas for power generation may increase, putting additional pressure on power prices.

Introduction

Electricity market competition provides businesses the

opportunity to choose a retail energy supplier instead of staying with the local utility for their electricity supply. By choosing a retail supplier, you have the ability to secure your power in a way that is customized and unique to your business’ needs. The first step of taking charge of your energy spend is

understanding the elements of electricity pricing and the factors to consider when choosing your energy supplier. You can explore different suppliers and pricing plans to determine which ones best suit your company’s needs.

Understanding these details will empower you to make better choices about your electricity purchasing plan and ensure that you are getting value out of the relationship with your electricity supplier.

Components of an Electricity Price

Electricity pricing is typically quoted/billed in dollars per kilowatt hour ($/kWh).

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2 Energy Managers: Market Factors Checklist

The following chart shows some of the top factors impacting energy prices—factors to keep your eye on for near- and long-term energy purchasing decisions. This chart can be used to keep track of important information as you have conversations and receive market update information from your energy supplier or broker.

Bullish Neutral Bearish NOTES

Weather

U.S. Natural Gas Production Natural Gas

Storage Gas Imports/ Exports/LNG Gas for Power

Generation Industrial Demand for Gas

Region-specific factors Regulatory

Actions

3 Ask for a

consultation, usually

complimentary, with

the energy suppliers

you are considering.

The first step of taking charge of

your energy spend is understanding

the elements of electricity pricing

and the factors to consider when

choosing your energy supplier.

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”

It is important to compare the

total price of your electricity,

including all additional charges,

to make an accurate comparison

between retail electric suppliers.

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If you are currently served by your local utility, you will see your total monthly costs broken out into two main categories, supply charges (including generation costs) and distribution charges (or the cost to move the power to your facility). In competitive energy markets, retail electric suppliers can provide you with your electricity supply and bill you for those supply charges, while the distribution charges are set by/billed by the local utility—who still owns the power lines that move the electricity to your facility.

Distribution charges include the cost of maintaining the poles and power lines. These charges, which are regulated and set by tariffs, are the same for all electric consumers within a rate class served by a particular utility. Your retail electric supplier does not have any impact on these charges.

Unlike distribution charges, generation charges are comprised of multiple cost components. Historically, generation is the most variable component of your electricity spend, and therefore, it is one of the most important to carefully manage in order to stay on target with your operational budget.

HOW ELECTRICITY IS MEASURED

Electricity is measured in kilowatt hours (kWh) or megawatt hours (MWh).

1,000 watts x 1 hour = 1kWh 1,000 kWh = 1 MWh

Products (Pricing Plans)

Most suppliers carry standard pricing options, such as fixed price and index priced electricity, but some companies also work with their customers to develop a customized pricing solution. Therefore, it is best to ask for a consultation with the energy suppliers you are considering and have them review all of their pricing options with you.

Customizing your electricity pricing plans will be primarily based on two variables: the level of engagement you would like to have in managing your plan, and your risk tolerance. With a range of different pricing plans—you have choices.

Fixed Price Product – Lock in the price of your electricity for a predetermined period of time, providing you with budget stability and predictability. If the market price of energy rises, you are protected. However, if the price of energy falls, you are locked into your fixed rate for your contract term and would not be able to capitalize on market dips.

Index Priced Product – The price is tied to market rates and is therefore changing regularly, based on the supply and demand factors described earlier. The